The primary responsibility for strategic control typically lies with:
a. top management.
b. middle management.
c. salespeople.
d. buying organizations.
e....
The primary responsibility for strategic control typically lies with:
The ____ of the Balanced Scorecard describes the expected outcomes of strategy, such as revenue growth or productivity improvements.
The ____ of the Balanced Scorecard describes the expected outcomes of strategy, such as revenue growth or productivity improvements.
a. financial...
To be successful, successful business marketing managers:
To be successful, successful business marketing managers:
a. must assume an active role in the marketing strategy center.
b. must negotiate with...
Research has shown that which of the following are important implementation skills for marketing managers?
Research has shown that which of the following are important implementation skills for marketing managers?
a. Organizing.
b. Allocating.
c. Monitoring.
d....
The goal of _____ is to describe where the firm is making or losing money in terms of the important segments of its business.
The goal of _____ is to describe where the firm is making or losing money in terms of the important segments of its business.
a. strategic control
b....
Examples of product measures for efficiency and effectiveness control include which of the following?
Examples of product measures for efficiency and effectiveness control include which of the following?
a. Sales by market segments.
b. Logistics costs...
The primary levels of marketing control include:
The primary levels of marketing control include:
a. strategic control.
b. annual plan control.
c. efficiency and effectiveness control.
d. profitability...
The major forms of marketing control are:
The major forms of marketing control are:
a. control over the efficient allocation of marketing effort.
b. the comparison of planned and actual...
____ represents the portion of total purchases in a product and service category that a customer makes from the firm.
____ represents the portion of total purchases in a product and service category that a customer makes from the firm.
a. Share-of-wallet
b. Market...
Which of the following are interrelated evaluations that are required to design a marketing strategy?
Which of the following are interrelated evaluations that are required to design a marketing strategy?
a. How much should be spent on marketing in...
The _____ of the Balanced Scorecard describes the human capital, information capital, and organizational capital that must be aligned with strategy.
The _____ of the Balanced Scorecard describes the human capital, information capital, and organizational capital that must be aligned with strategy.
a....
When using strategy maps, shareholder value can be created via:
When using strategy maps, shareholder value can be created via:
a. long-term revenues.
b. short-term productivity.
c. product differentiation.
d....
Which of the following are steps in the planning process that utilizes the Balanced Scorecard and a Strategy Map to build a tightly integrated marketing strategy?
Which of the following are steps in the planning process that utilizes the Balanced Scorecard and a Strategy Map to build a tightly integrated marketing...
Marketing managers who are flexible and intelligent in dealing with the firm's information and control systems are exhibiting good _____ skills.
Marketing managers who are flexible and intelligent in dealing with the firm's information and control systems are exhibiting good _____ skills.
a....
_____ provides a visual representation of the cause-and-effect relationships among the components of a company's strategy.
_____ provides a visual representation of the cause-and-effect relationships among the components of a company's strategy.
a. A Strategy Map
b....
Which of the following could assume a role in the marketing strategy center?
Which of the following could assume a role in the marketing strategy center?
a. technical service managers
b. physical distribution managers
c....
If marketing implementation is poor:
If marketing implementation is poor:
a. management may never become aware of the soundness of the strategy.
b. the cause of failure is hard to diagnose...
The process that translates marketing plans into action assignments and ensures that such assignments are executed in a manner to accomplish a plan's defined objectives is called:
The process that translates marketing plans into action assignments and ensures that such assignments are executed in a manner to accomplish a plan's...
Using this approach, the costs of producing a printed circuit board are determined by first evaluating the activities required to produce the board and then costing out each of the activities. This describes:
Using this approach, the costs of producing a printed circuit board are determined by first evaluating the activities required to produce the board...
Which of the following statements concerning an activity-based cost (ABC) system is(are) correct?
Which of the following statements concerning an activity-based cost (ABC) system is(are) correct?
a. ABC analysis illuminates exactly what activities...
____ reveals the links between performing particular activities and the demands that those activities make on the organization's resources.
____ reveals the links between performing particular activities and the demands that those activities make on the organization's resources.
a. A...
Flagstaff Electrical Supply wonders whether they are spending too much or too little on various elements in their marketing program. Which of the following tools would appear to be most appropriate in examining the efficiency of operations?
Flagstaff Electrical Supply wonders whether they are spending too much or too little on various elements in their marketing program. Which of the following...
St. Paul Equipment Company experienced a 15 percent sales gain that, on the surface, appears favorable. However, if total industry sales are up 30 percent, an analysis of ____ could suggest that the firm has not fared well relative to competitors.
St. Paul Equipment Company experienced a 15 percent sales gain that, on the surface, appears favorable. However, if total industry sales are up 30 percent,...
____ is an assessment of how the firm is doing relative to competition.
____ is an assessment of how the firm is doing relative to competition.
a. Sales analysis
b. Expense-to-sales analysis
c. Profit analysis
d. Market...
If a business marketer is concerned with how the firm is performing relative to competition, which of the following tools would be most useful?
If a business marketer is concerned with how the firm is performing relative to competition, which of the following tools would be most useful?
a....
If a business marketer is particularly concerned with over- or under- spending on a particular marketing strategy element, such as advertising, which of the following tools would be most useful?
If a business marketer is particularly concerned with over- or under- spending on a particular marketing strategy element, such as advertising, which...
The purpose of annual plan control is to:
The purpose of annual plan control is to:
a. examine the general direction the company is pursuing.
b. examine how well resources have been utilized...
The ____ is a comprehensive, periodic and systematic evaluation of the firm's marketing operation which analyzes the market environment and the firm's internal marketing activities.
The ____ is a comprehensive, periodic and systematic evaluation of the firm's marketing operation which analyzes the market environment and the firm's...
The level of marketing control that examines how well resources have been utilized in each element of the marketing strategy is:
The level of marketing control that examines how well resources have been utilized in each element of the marketing strategy is:
a. strategic control.
b....
The level of marketing control that examines whether the strategy is being implemented as planned and whether it produces the intended results is termed:
The level of marketing control that examines whether the strategy is being implemented as planned and whether it produces the intended results is termed:
a....
The balanced scorecard measures the performance of a business unit from:
The balanced scorecard measures the performance of a business unit from:
a. a customer perspective.
b. a financial perspective.
c. a learning and...
To identify coverage gaps across territories and to better match sales resources with market opportunity, the GE process for accomplishing territory alignment involves
To identify coverage gaps across territories and to better match sales resources with market opportunity, the GE process for accomplishing territory...
Which of the following are influences on the potential level of sales in a particular territory?
Which of the following are influences on the potential level of sales in a particular territory?
a. Salesperson characteristics.
b. Competition.
c....
When a salesperson attains rewards on a personal basis, such as feelings of accomplishment or self-worth, this is a an example of:
When a salesperson attains rewards on a personal basis, such as feelings of accomplishment or self-worth, this is a an example of:
a. internally...
A salesperson's job performance is a function of:
A salesperson's job performance is a function of:
a. product knowledge and expertise.
b. level of motivation.
c. aptitude or ability.
d. All of...
____ is the amount of effort a salesperson desires to expend on each of the activities or tasks associated with his or her job.
____ is the amount of effort a salesperson desires to expend on each of the activities or tasks associated with his or her job.
a. Supervision
b....
Which of the following topics must be part of a business firm's salesperson training programs?
Which of the following topics must be part of a business firm's salesperson training programs?
a. Effective communication skills.
b. Knowledge about...
Research suggests that successful national account units:
Research suggests that successful national account units:
a. have senior management support.
b. have well-defined objectives.
c. have experienced...
When compared to a traditional selling focus, a key account selling focus is different in which of the following ways?
When compared to a traditional selling focus, a key account selling focus is different in which of the following ways?
a. Uses a longer-term time...
A key account represents a customer who:
A key account represents a customer who:
a. buys for an organization with geographically concentrated units.
b. involves a small number of key organizational...
Organization of the sales force depends on the:
Organization of the sales force depends on the:
a. nature of the product.
b. the length of the product line.
c. the nature of the buying behavior...
The second phase of for selecting key accounts:
The second phase of for selecting key accounts:
a. considers the degree to which the transactions with potential customer will complement the economies...
The first phase of for selecting key accounts:
The first phase of for selecting key accounts:
a. identifies those customer accounts that have unique support requirements.
b. centers on the profit...
The final phase of for selecting key accounts:
The final phase of for selecting key accounts:
a. centers on the profit potential of a customer.
b. identifies those customer accounts that have...
____ is a measure of the total business opportunity for all sellers in a particular market.
____ is a measure of the total business opportunity for all sellers in a particular market.
a. Potential
b. Concentration
c. Dispersed
d. Territory...
The sales resource grid indicates that a particular territory (planning and control unit) possesses low PCU opportunity and low sales organization strength. This suggests which of the following sales resource assignments?
The sales resource grid indicates that a particular territory (planning and control unit) possesses low PCU opportunity and low sales organization strength....
The sales resource grid indicates that a particular territory (planning and control unit) possesses high PCU opportunity and high sales organization strength. This suggests which of the following sales resource assignments?
The sales resource grid indicates that a particular territory (planning and control unit) possesses high PCU opportunity and high sales organization...
Job satisfaction is theorized to decline when the salesperson's perception of his/her role is:
Job satisfaction is theorized to decline when the salesperson's perception of his/her role is:
a. inaccurate in terms of the expectations of superiors.
b....
Motivation to perform is thought to be related strongly to:
Motivation to perform is thought to be related strongly to:
a. the value the salesperson places on rewards.
b. the individual's perceptions of the...
Responsibility for recruiting salespersons may lie with:
Responsibility for recruiting salespersons may lie with:
a. the first-line supervisor.
b. the Human Resources department.
c. executives at the...
A key account represents a customer who:
A key account represents a customer who:
a. purchases an insignificant volume as a percentage of a seller's total sales.
b. buys for an organization...
A _____ sales organization is especially appropriate when the product line is large or diverse.
A _____ sales organization is especially appropriate when the product line is large or diverse.
a. geographical
b. product oriented
c. market centered
d....
The primary objective of the organizational selling center include:
The primary objective of the organizational selling center include:
a. acquisition and processing of pertinent marketing-related information.
b....
The sales resource grid indicates that a particular territory (planning and control unit) possesses low PCU opportunity but high sales organization strength. This suggests which of the following sales resource assignments?
The sales resource grid indicates that a particular territory (planning and control unit) possesses low PCU opportunity but high sales organization...
The sales resource grid indicates that a particular territory (planning and control unit) possesses high PCU opportunity but low sales organization strength. This suggests which of the following sales resource assignments?
The sales resource grid indicates that a particular territory (planning and control unit) possesses high PCU opportunity but low sales organization...
The characteristic of a sales territory that refers to the degree to which potential is available in the larger accounts in a particular territory is called:
The characteristic of a sales territory that refers to the degree to which potential is available in the larger accounts in a particular territory is...
Concerning the level of sales that a salesperson might achieve in a particular territory, which specific territory traits appear to be most important?
Concerning the level of sales that a salesperson might achieve in a particular territory, which specific territory traits appear to be most important?
a....
Using the behavior-based measurement approach to salesperson performance, sales managers:
Using the behavior-based measurement approach to salesperson performance, sales managers:
a. monitor and direct the activities of salespeople.
b....
The _____ measurement approach of salesperson performance is best suited for the emerging emphasis on relationship selling.
The _____ measurement approach of salesperson performance is best suited for the emerging emphasis on relationship selling.
a. esteem-based
b. behavior-based
c....
In the sales performance literature, recent evidence suggests that a strict reliance on the ____ measurement approach may not produce the desired sales or marketing results because it "has lulled some sales executives into thinking that important sales outcomes could be reasonably accomplished without intense management reinforcement."
In the sales performance literature, recent evidence suggests that a strict reliance on the ____ measurement approach may not produce the desired sales...
Both behavior-based and outcome-based measures are used by sales managers to evaluate salesperson performance. When the system is outcome-based, the sales manager:
Both behavior-based and outcome-based measures are used by sales managers to evaluate salesperson performance. When the system is outcome-based, the...
Sales managers use a variety of measures to evaluate salesperson performance. When the measurement system is behavior-based, the sales manager:
Sales managers use a variety of measures to evaluate salesperson performance. When the measurement system is behavior-based, the sales manager:
a....
Salespersons tend to have a high level of job satisfaction when:
Salespersons tend to have a high level of job satisfaction when:
a. management provides them with the assistance and support needed to meet unusual...
Effective sales training:
Effective sales training:
a. builds the confidence and motivation of the salesperson.
b. keeps the personal selling function aligned with marketing...
By organizing its sales force around retailing, financial services, and the petroleum industry, Hewlett-Packard is employing the _____ approach in structuring the sales force.
By organizing its sales force around retailing, financial services, and the petroleum industry, Hewlett-Packard is employing the _____ approach in structuring...
The geographical sales organization structure presents which of the following disadvantages?
The geographical sales organization structure presents which of the following disadvantages?
a. Each salesperson requires substantial product and...
When each industrial salesperson performs all of the selling tasks associated with all of the firm's products, and performs these tasks for all customers in a particular territory, the sales force is organized on:
When each industrial salesperson performs all of the selling tasks associated with all of the firm's products, and performs these tasks for all customers...
The product-oriented sales organization presents which of the following disadvantages?
The product-oriented sales organization presents which of the following disadvantages?
a. A "critical mass" of demand is required to offset the...
The best practices of high-performing salespeople can provide
The best practices of high-performing salespeople can provide
a. relational adaptiveness to a sales effort
b. Improved role definition to the sales...
Expertise coordination is the process of
Expertise coordination is the process of
a. integrating the functions of finance and operations with sales
b. working with top management to help...
High-performing salespeople are generally set apart from low performing sales people on the basis of:
High-performing salespeople are generally set apart from low performing sales people on the basis of:
a. their time on the job
b. their ability...
Indices of trade show performance include:
Indices of trade show performance include:
a. attraction.
b. contact.
c. conversion efficiency.
d. All of the above.
e. Only (b) and (c).
Answer:...
Which of the following represent common trade-show objectives?
Which of the following represent common trade-show objectives?
a. Identification of decision influencers.
b. Handling current customer problems.
c....
Which of the following factors should be considered when planning an effective trade show communications strategy?
Which of the following factors should be considered when planning an effective trade show communications strategy?
a. The focus of the marketing...
The benefits of having a trade show exhibit to business marketers include:
The benefits of having a trade show exhibit to business marketers include:
a. the ability communicate with a large and interested audience.
b....
Recent research has indicated that the indirect communication effects of advertising include:
Recent research has indicated that the indirect communication effects of advertising include:
a. increased word-of-mouth communications.
b. increased...
Characteristics of effective B2B print ads include:
Characteristics of effective B2B print ads include:
a. the use of a "rational approach."
b. a clear description of the product and its benefits.
c....
Horizontal publications are more effective for business marketers when:
Horizontal publications are more effective for business marketers when:
a. their product has applications in only a few industries.
b. many industries...
The important elements of perception include:
The important elements of perception include:
a. attention.
b. interpretation.
c. benefits.
d. Only (a) and (b).
e. Only (b) and (c).
Answer:...
Which of the following are advantages of the objective-task method of setting advertising budgets?
Which of the following are advantages of the objective-task method of setting advertising budgets?
a. Advertising is determinant of results, not...
Which of the following statements is (are) true about the Internet's impact on marketing communications?
Which of the following statements is (are) true about the Internet's impact on marketing communications?
a. Changed from a one-way to a two-way process.
b....
A model of "lead efficiency" is calibrated using the firm's:
A model of "lead efficiency" is calibrated using the firm's:
a. historical sales lead and lead conversion-to-sale data.
b. total number of sales...
In deciding which trade shows to attend, some business marketing strategists turn to reports published by Exhibit Surveys, Inc., a company that surveys trade show audiences. One useful tool that they provide measures the percentage of the audience planning to buy the products being exhibited within the next 12 months. This is called:
In deciding which trade shows to attend, some business marketing strategists turn to reports published by Exhibit Surveys, Inc., a company that surveys...
An evaluation of an advertising campaign will usually measure:
An evaluation of an advertising campaign will usually measure:
a. awareness.
b. recall.
c. motivation.
d. all of the above.
e. (a) and (b) only.
Answer:...
An e-mail list can be created by:
An e-mail list can be created by:
a. offering an e-mail alert service.
b. asking for e-mail addresses in direct mail campaigns.
c. collecting e-mail...
Which of the following statements regarding direct mail is incorrect?
Which of the following statements regarding direct mail is incorrect?
a. Direct mail is efficient when compared to other media.
b. Direct mail is...
Direct mail is commonly used for:
Direct mail is commonly used for:
a. corporate image promotion.
b. sales force support.
c. distribution channel communication.
d. all of the above.
e....
The formula for calculating adverting cost is:
The formula for calculating adverting cost is:
a. Cost per thousand = Cost per page / Circulation in thousands.
b. Cost per thousand = Circulation...
The Objective-Task method addresses the major problem of the rule-of-thumb methods by applying funds to accomplish a specific goal:
The Objective-Task method addresses the major problem of the rule-of-thumb methods by applying funds to accomplish a specific goal:
a. so that advertising...
Which of the following statements regarding advertising expenditures is incorrect?
Which of the following statements regarding advertising expenditures is incorrect?
a. Because advertising is a relatively large part of the total...
An advertising objective must:
An advertising objective must:
a. specify what is to be achieved and when.
b. be measurable.
c. be realistic.
d. all of the above.
e. (a) and...
The final, and critical, step for managing Business-to-Business advertising is:
The final, and critical, step for managing Business-to-Business advertising is:
a. integrating it with other business components.
b. formulating...
In deciding which trade shows to attend, some business marketing strategists turn to reports published by Exhibit Surveys, Inc., a company that surveys trade show audiences. One useful measure that they provide isolates the percentage of the show audience that has decision authority for the types of products being exhibited. This is called:
In deciding which trade shows to attend, some business marketing strategists turn to reports published by Exhibit Surveys, Inc., a company that surveys...
Which of the following statements concerning trade shows is(are) accurate?
Which of the following statements concerning trade shows is(are) accurate?
a. The cost of reaching a prospect at a trade show less than the cost...
The cost of reaching a prospect at a trade show is approximately:
The cost of reaching a prospect at a trade show is approximately:
a. $50
b. $150
c. $250
d. $500
e. $750
Answer: ...
An advertising evaluation program would include an assessment of:
An advertising evaluation program would include an assessment of:
a. target markets.
b. media and messages.
c. overall results.
d. buying motives.
e....
Measuring industrial advertising effectiveness involves an assessment of advertising's impact on:
Measuring industrial advertising effectiveness involves an assessment of advertising's impact on:
a. sales variables.
b. profit variables.
c. intervening...
In evaluating the effectiveness of a business-to-business advertising program, the manager should center on:
In evaluating the effectiveness of a business-to-business advertising program, the manager should center on:
a. changes in the target market's purchase...
Concerning the allocation of the publication budget among various journals,
Concerning the allocation of the publication budget among various journals,
a. the cost-per-thousand calculation should be based on circulation to...
Concerning business-to-business advertising media, _____ publications are directed at a specific task, technology, or function, whatever the industry.
Concerning business-to-business advertising media, _____ publications are directed at a specific task, technology, or function, whatever the industry.
a....
Concerning business-to-business advertising media, the publications Purchasing, Advertising Age, and Materials Handling Engineering would be classified as a:
Concerning business-to-business advertising media, the publications Purchasing, Advertising Age, and Materials Handling Engineering would be classified...
Concerning business-to-business advertising media, _____ publications are directed at a specific industry and may be read by everyone from foreman to company president.
Concerning business-to-business advertising media, _____ publications are directed at a specific industry and may be read by everyone from foreman to...
Which method for determining advertising expenditures focuses on the communications effects of advertising, not on the sales effects?
Which method for determining advertising expenditures focuses on the communications effects of advertising, not on the sales effects?
a. affordable
b....
The most successful advertisements directed at business customers tend to focus on:
The most successful advertisements directed at business customers tend to focus on:
a. the physical product.
b. product attributes.
c. product...
In formulating advertising messages, the business marketer should:
In formulating advertising messages, the business marketer should:
a. emphasize product and technical specifications.
b. identify general buying...
A useful method for determining the size of the business or industrial advertising budget is:
A useful method for determining the size of the business or industrial advertising budget is:
a. the objective-task method.
b. the percentage of...
___ provides the guidelines for company and advertising agency personnel on how the product is to be "positioned" in the marketplace.
___ provides the guidelines for company and advertising agency personnel on how the product is to be "positioned" in the marketplace.
a. The creative...
Advertising objectives are typically stated in terms of:
Advertising objectives are typically stated in terms of:
a. sales goals.
b. profit goals.
c. cost constraints.
d. communication goals.
e. market...
In designing advertising strategy, the business marketer should first:
In designing advertising strategy, the business marketer should first:
a. determine the size of the advertising budget.
b. select appropriate media...
Social media:
Social media:
a. are more effective than traditional media at reaching hard-to-reach propects.
b. are typically less expensive that print media.
c....
Important social media to be considered by B2B marketers would be focused on:
Important social media to be considered by B2B marketers would be focused on:
a. discussion forums
b. blogs.
c. social networks.
d. wiki
e. all...
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